Retail + Experiential Marketing
Retail + Experiential Marketing
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From live launch events to in-store kits and retail partnerships, these campaigns brought products to life through hands-on experiences. Each one connected audiences directly with the brand in memorable, measurable ways.
From live launch events to in-store kits and retail partnerships, these campaigns brought products to life through hands-on experiences. Each one connected audiences directly with the brand in memorable, measurable ways.
Sandra Boynton’s Dog Train Launch Party + Retail Activation | Workman Publishing
Sandra Boynton’s Dog Train Launch Party + Retail Activation | Workman Publishing
For Sandra Boynton’s Dog Train—a children’s book + music CD performed by artists including Weird Al Yankovic, Blues Traveler, Spin Doctors, and Mickey Hart, among others—I developed and executed a fully integrated retail and experiential campaign that combined a live event, national in-store events at Barnes & Noble and independent bookstores, retail sell-through promotional kits, and an aggressive backlist sales initiative. The result: major bookseller engagement, expanded shelf presence, and wound up being one of the biggest and most successful Boynton launches ever.
Results + Highlights
Results + Highlights
Times Square launch at B.B. King’s: Led promotion for live launch event with performances by Weird Al Yankovic and others, drawing media, booksellers, and fans.
Turnkey “Dog Train Retail Kits”: CD samplers, games + activites, stickers, and more mailed to 400+ indie and 600+ chain stores, generating national in-store events.
Retailer incentive push: Distributed full-color brochure with aggressive discount terms and free shelf-talkers to boost sell-through on new and old Boynton inventory.
Nationwide adoption: 300+ indie retailers participated; the program expanded into all Barnes & Noble stores and helped Dog Train become an RIAA Gold Record.
Worst-Case Scenario Jr. Gross Edition: Slime Giveaway Campaign | Chronicle Books
Worst-Case Scenario Jr. Gross Edition: Slime Giveaway Campaign | Chronicle Books
To promote the Worst-Case Scenario Jr. Survival Handbook: Gross Edition, I launched a national sweepstakes that combined a cheeky physical giveaway with digital lead generation. What started as a small, low-budget promotion exploded into a viral success after being picked up by giveaway aggregators and parent blogs—ultimately growing Chronicle’s Children’s division email list more than sevenfold.
Results + Highlights
Results + Highlights
Brand buzz: Produced 500 branded “Official WCS Jar of Slime” giveaways to promote the new book, including custom label design and packaging.
Email list + revenue growth: Added 40K opt-in subscribers (up from ~10K) and achieved 8% CTR and 3.3% conversion rate on follow-up email offers.
Viral amplification: The offer was shared by freebie and parenting sites nationwide, generating over 70,000 entries and widespread online buzz.
Cross-channel integration: Drove traffic via Boy’s Life magazine ad to a custom landing page/funnel where users entered the sweepstakes and joined our email list.
Brain Quest “Permanent Display, Permanent Deal” Program | Workman Publishing
Brain Quest “Permanent Display, Permanent Deal” Program | Workman Publishing
To strengthen Brain Quest’s year-round retail presence, I conceived and launched the “Permanent Display, Permanent Deal” campaign — a national sales incentive program encouraging bookstores to dedicate permanent shelf space to Brain Quest decks through creative merchandising, premium point-of-sale displays, and lifetime discount terms. The initiative expanded visibility, encouraged reorders, and delivered strong incremental revenue across independent and national retailers.
Results + Highlights
Results + Highlights
Permanent store display: Developed a 36-unit acrylic shelf display featuring integrated sample deck, full-color shelf talkers, and customized branded inserts.
Incentive-based sales program: Offered 50% / 55% returnable terms, later upgraded to a 52% / 57% lifetime deal, for permanent shelf placement.
Nationwide retail adoption: Rolled out chain-wide at Borders and hundreds of indies; Barnes & Noble adopted an 84-unit floor display version.
Sustained sell-through: Maintained year-round visibility and restocking, increasing sell-through an estimated 15–30% across participating stores.
Portable Miracle Ball Method/Amtrak Partnership + Demo Activation | Workman Publishing
Portable Miracle Ball Method/Amtrak Partnership + Demo Activation | Workman Publishing
To amplify visibility for The Portable Miracle Ball Method (a book + exercise ball product), I developed a transit-partnership promotion with Amtrak's Capitol Corridor commuter rail line — distributing sample units inside train cars, building a custom flyer/insert with giveaway and sweepstakes call-to-action, and creating a follow-up email funnel to drive purchase. The activation combined physical product in an unexpected channel with digital conversion leverage, designed for both brand awareness and measurable follow-up.
Results + Highlights
Results + Highlights
Transit channel integration: Secured placement of promo brochures inside Capitol Corridor cars for a 3-month period, reaching commuters in a captive environment.
Creative giveaway mechanic: Brochures featured free sample + sweepstakes entry, driving opt-ins via a landing page.
Cross-media follow-up: Ran a targeted email sequence to new leads with an offer to convert awareness into sales in coordination with PR efforts.
Brand leverage + credibility: Used the author’s bestselling “Miracle Ball Method” credibility (nearly 2M copies sold) to boost trust.
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